International Journal of Hospitality and Tourism Systems

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

How to Make Them Coming Back? - Study on Indonesian Event Visitor’s Behavior


Affiliations
1 Universitas Sebelas Maret Surakarta, Indonesia
     

   Subscribe/Renew Journal


Countless companies for marketing its products have done Event marketing multiple times. This is an effective strategy in marketing communication because it engages consumers by creating a good experience at the event hence they have positive feelings for the products and ended by purchasing them. This research aims to discover strategies that can increase the intention to revisit an event by trying to fill the conceptual gap in previous studies about the intention to revisit, satisfaction, event image, visitor experience, and events cape. About 263 analyzable questionnaires were gathered from the Honda ADV 150 Motor Launching event at The Park Mall Solo Baru by using Analysis of Moment Structure-Structural Equation Models to reveal the relationship among the conceptual variables. Results reveal that the program, facility, and staff of the events cape positively and significantly influence the visitor experience. Moreover, visitor experience significantly elevating the forming of destination image and satisfaction, also adding visitors’ satisfaction by the destination image. Besides, satisfaction significantly increases the intention to revisit. This research results contribute to recognizing the behavior of event visitors. Managerial implications and future research directions for marketing events are presented

Keywords

Event-marketing, Events Cape, Visitor Experience, Event Image, Intention to Revisit
Subscription Login to verify subscription
User
Notifications
Font Size


  • Akhoondnejad, A. (2016). Tourist loyalty to a local cultural event: The case of Turkmen handicrafts festival. Tourism Management, 52, 468-477.

  • Alexandris, K., Dimitriadis, N., & Markata, D. (2002). Can perceptions of service quality predict behavioral intentions? An exploratory study in the hotel sector in Greece. Managing Service Quality, 12(4), 224-231.

  • Anil, N. K. (2012). Festival visitors’ satisfaction and loyalty : An example of small, local, and municipality organized festival. Tourism, 60(3), 255-271.

  • Assaker, G., & Hallak, R. (2013). Moderating effects of tourists’ novelty-seeking tendencies on destination image, visitor satisfaction, and short- and long-term revisit intentions. Journal of Travel Research, 52(5), 600-613.

  • Başarangil, İ. (2018). The relationships between the factors affecting perceived service quality, satisfaction and behavioral intentions among theme park visitors. Tourism and Hospitality Research, 18(4), 415-428.

  • Beerli, A., & Martín, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31(3), 657-681.

  • Bigné, J. E., Sánchez, M. I., & Sánchez, J. (2001). Tourism image, evaluation variables and after purhase behaviour: inter-relationship. Tourism Management, 22(6), 607-616.

  • Bintarti, S., & Kurniawan, E. N. (2017). A study of revisit intention: Experiential quality and image of Muara Beting tourism site in Bekasi District. European Research Studies Journal, 20(2A), 521-537.

  • Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.

  • Brida, J. G., Disegna, M., & Osti, L. (2012). Segmenting visitors of cultural events by motivation: A sequential non-linear clustering analysis of Italian Christmas market visitors. Expert Systems with Applications, 39(13), 11349-11356.

  • Brown, G., Lee, I. S., King, K. & Shipway, R. (2015). Eventscapes and the creation of event legacies. Annals of Leisure Research, 18, 4510-527.

  • Bruwer, J. (2015). Service performance and satisfaction in a South African festivalscape. Anatolia, 26(3), 434-446.

  • Carneiro, M. J., Eusébio, C., Caldeira, A., & Santos, A. C. (2019). The influence of eventscape on emotions, satisfaction and loyalty: The case of re-enactment events. International Journal of Hospitality Management, 82, 112-124.

  • Chang, S., Gibson, H., & Sisson, L. (2014). The loyalty process of residents and tourists in the festival context. Current Issues in Tourism, 17(9), 783-799.

  • Choe, J., Qian, X., O’Regan, M., & Yap, M. (2018). Macau wine festivalscape: Attendees’ satisfaction and behavioural intentions. Hospitality & Society, 8(3), 273-295.

  • Crompton, J. L. (1979). An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image. Journal of Travel Research, 17(4), 18-23.

  • Echtner, C. M., & Ritchie, J. R. B. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31(4), 3-13.

  • Event Marketing Institute & Mosaic Experiential Marketing. (2018). The Event & Experiential Marketing Industry Forecast & Best Practices Study 2018. Retrieved April 3, 2020, from https://www.eventmarketer.com/wpcontent/uploads/2016/05/2016EventTrackExecSummary.pdf

  • Event Marketing Institute & Mosaic Experiential Marketing. (2018). The Event & Experiential Marketing Industry Forecast & Best Practices Study 2018. Retrieved April 4, 2020, from https://www.eventmarketer.com/wpcontent/uploads/2018/06/eventtrack2018execsumm.pdf

  • Ferreira, D., Perks, S., & Oosthizen, N. (2016). Travellers’ perspectives of travel constraints and travel booking channel preferences. African Journal of Hospitality, Tourism and Leisure, 5(4), 1-23.

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

  • Fourie, M., & Kruger, M. (2015). “Festivalscape” factors influencing visitors’ loyalty to an agri-festival in South Africa. Actacommercii, 15(1), 1–11.

  • Fu, X. Zhang, W., Lehto, X. Y., & Miao, L. (2017). Celebration of heritage: linkages between historical re-enactment festival attributes and attendees’ value perception. Journal Of Travel and Tourism Marketing, 35(2), 202–217.

  • Gartner, W. C. (1994). Image formation process. Journal of Travel and Tourism Marketing, 2(2), 191–216.

  • Ghorbanzade, D., Mehrani, H., & Rahehagh, A. (2019) The effect of experience quality on behavioral intentions of domestic tourists in visiting water parks. Cogent Business and Management, 6(1), 1–24.

  • Grappi, S., & Montanari, F. (2011) The role of social identification and hedonism in affecting tourist re-patronizing behaviours: The case of an Italian festival. Tourism Management, 32(5), 1128-1140.

  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th eds., p. 116). Pearson Education, London.

  • Haryanto, B., & Budiman, S. (2016). The green brand marketing strategies that utilize word of mouth: Survey on green electronic products in Indonesia. Global Business and Finance Review, 21(2), 20-33.

  • Haryanto, B., Purwanto, D., Dewi, A. S., & Cahyono, E. (2019). How does the type of product moderate consumers’ buying intentions towards traditional foods? (Study of consumer behavior in Indonesia). Journal of Asia Business Studies, 13(4), 525-542.

  • Hu, L. T., & Bentler, (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.

  • Huete-Alcocer, N., & López-Ruiz, V. R. (2019). The role of destination image in tourist satisfaction: The case of a heritage site. Economic Research-Ekonomskaistrazivanja, 33, 1-18.

  • Jang, S., & Namkung, Y. (2009). Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants. Journal of Business Research, 62(4), 451-460.

  • Kani, Y., Aziz, Y. A., Sambasivan, M., & Bojei, J. (2017). Antecedents and outcomes of destination image of Malaysia. Journal of Hospitality and Tourism Management, 32, 89-98.

  • Kim, A. K., & Brown, G. (2012). Understanding the relationships between perceived travel experiences, overall satisfaction, and destination loyalty. Anatolia, 23(3), 328-347.

  • Kim, J. H. (2017). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856-870.

  • Kim, J. H., & Ritchie, J. R. B. (2014). Cross-cultural validation of a memorable tourism experience scale (MTES). Journal of Travel Research, 53(3), 323-335.

  • Kim, K., Hallab, Z., & Kim, J. N. (2012). The moderating effect of travel experience in a destination on the relationship between the destination image and the intention to revisit. Journal of Hospitality Marketing and Management, 21(5), 486-505.

  • Kim, M. J., Lee, C. K., & Jung, T. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research, 59(1), 69-89.

  • Kim, W. G., & Moon, Y. J. (2009). Customers’ cognitive, emotional, and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144-156.

  • Kim, Y. H., Kim, M. C., & Goh, B. K. (2011). An examination of food tourist’s behavior: Using the modified theory of reasoned action. Tourism Management, 32(5), 1159–1165.

  • Kruger, M., & Saayman, M. (2018). First-time versus repeat visitors to a music festival in South Africa. Journal of Convention & Event Tourism, 19(3), 219-247.

  • Lee, B. K., Lee, C. K., & Lee, J. (2014). Dynamic nature of destination image and influence of tourist overall satisfaction on image modification. Journal of Travel Research, 53(2), 239-251.

  • Lee, S., Ha, S., & Widdows, R. (2011). Consumer responses to high-technology products: Product attributes, cognition, and emotions. Journal of Business Research, 64(11), 1195-1200.

  • Lee, S. Y., Petrick, J. F. & Crompton, J. (2007). The roles of quality and intermediary constructs in determining festival attendees’ behavioral intention. Journal of Travel Research, 45(4), 402-412.

  • Lee, T. H., & Chang, P. S. (2017). Examining the relationships among festivalscape, experiences, and identity: Evidence from two Taiwanese aboriginal festivals. Leisure Studies, 36(4), 453-467.

  • Lee, Y. K., Lee, C. K., Lee, S. K., & Babin, B. J. (2008). Festivalscapes and patrons’ emotions, satisfaction, and loyalty. Journal of Business Research, 61, 56-64.

  • Liu, L., Zhang, J., & Keh, H. T. (2018). Event-marketing and advertising expenditures: The differential effects on brand value and company revenue. Journal of Advertising Research, 58(4), 464-475.

  • Martín-Santana, J. D., Beerli-Palacio, A., & Nazzareno, P. A. (2017). Antecedents and consequences of destination image gap. Annals of Tourism Research, 62, 13-25.

  • Mason, M. C., & Paggiaro, A. (2012). Investigating the role of festivalscape in culinary tourism: The case of food and wine events. Tourism Management, 33(6), 1329-1336.

  • Papadimitriou, D., Apostolopoulou, A., & Kaplanidou, K. (Kiki). (2015). Destination personality, affective image, and behavioral intentions in domestic urban tourism. Journal of Travel Research, 54(3), 302-315.

  • Peng, C., & Kim, Y. G. (2014). Application of the stimuli-organism-response (s-o-r) framework to online shopping behavior. Journal of Internet Commerce, 13(3-4), 159-176.

  • Pervan, M., Curak, M., & Kramaric, T. P. (2017). The influence of industry characteristics and dynamic capabilities on firms’ profitability. International Journal of Financial Studies, 6(4), 1-19.

  • Pestana, M. H., Parreira, A., & Moutinho, L. (2020). Motivations, emotions and satisfaction: The keys to a tourism destination choice. Journal of Destination Marketing and Management, 16, 100332.

  • Prayag, G. (2009). Tourists’ evaluations of destination image, satisfaction, and future behavioral intentions - The case of Mauritius. Journal of Travel and Tourism Marketing, 26(8), 836-853.

  • Prayag, G., Hosany, S., Muskat, B., & Del Chiappa, G. (2015). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41-54.

  • Prayag, G., Hosany, S., & Odeh, K. (2013). The role of tourists’ emotional experiences and satisfaction in understanding behavioral intentions. Journal of Destination Marketing and Management, 22, 118-127.

  • Rajaguru, R. (2014). Motion picture-induced visual, vocal and celebrity effects on tourism motivation: Stimulus organism response model. Asia Pacific Journal of Tourism Research, 19(4), 375-388.

  • Sangpikul, A. (2018). The effects of travel experience dimensions on tourist satisfaction and destination loyalty: The case of an island destination. International Journal of Culture, Tourism and Hospitality Research, 12(1), 106-123.

  • Sharma, P., & Nayak, J. K. (2018). Testing the role of tourists’ emotional experiences in predicting destination image, satisfaction, and behavioral intentions: A case of wellness tourism. Tourism Management Perspectives, 28, 41-52.

  • Soleimani, A. G., & Einolahzadeh, H. (2018). The influence of service quality on revisit intention: The mediating role of WOM and satisfaction (Case study: Guilan travel agencies). Cogent Social Sciences, 4(1), 1-14.

  • Song, H. J., Lee, C. K., Kim, M., Bendle, L. J., & Shin, C. Y. (2014). Investigating relationships among festival quality, satisfaction, trust, and support: The case of an oriental medicine festival. Journal of Travel and Tourism Marketing, 31(2), 211-228.

  • Stylidis, D., Shani, A., & Belhassen, Y. (2017). Testing an integrated destination image model across residents and tourists. Tourism Management, 58, 184-195.

  • Su, D. N., Nguyen, N. A. N., Nguyen, Q. N. T., & Tran, T. P. (2020). The link between travel motivation and satisfaction towards a heritage destination: The role of visitor engagement, visitor experience and heritage destination image. Tourism Management Perspectives, 34, 100634.

  • Tanford, S., & Jung, S. (2017). Festival attributes and perceptions: A meta-analysis of relationships with satisfaction and loyalty. Tourism Management, 61, 209-220.

  • Troisi, O., Santovito, S., Carrubbo, L., & Sarno, D. (2018). Evaluating festival attributes adopting S-D logic: The mediating role of visitor experience and visitor satisfaction. Marketing Theory, 19(1), 85-102.

  • Wang, C. Y., & Hsu, M. K. (2010). The relationships of destination image, satisfaction, and behavioral intentions: An integrated model. Journal of Travel and Tourism Marketing, 27(8), 829-843.

  • Wong, J., Wu, H. C., & Cheng, C. C. (2015). An empirical analysis of synthesizing the effects of festival quality, emotion, festival image and festival satisfaction on festival loyalty: A case study of macau food festival. International Journal of Tourism Research, 17(6), 521–536.

  • Wu, H., & Ai, C. H. (2016). A study of festival switching intentions, festival satisfaction, festival image, festival affective impacts, and festival quality. Tourism and Hospitality Research, 16(4), 359-384.

  • Wu, H. C., Ai, C. H., Yang, L. J., & Li, T. (2015). A study of revisit intentions, customer satisfaction, corporate image, emotions and service quality in the hot spring industry. Journal of China Tourism Research, 11(4), 371-401.

  • Yoon, Y. S., Lee, J. S., & Lee, C. K. (2010). Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach. International Journal of Hospitality Management, 29(2), 335-342.

  • Zarantonello, L., & Schmitt, B. H. (2013). The impact of event marketing on brand equity: The mediating roles of brand experience and brand attitude. International Journal of Advertising, 32(2), 255-280.

  • Zhang, H., Fu, X., Cai, L., & Lu, L. (2014). Destination image and tourist loyalty: A meta-analysis. Tourism Management, 40, 213-223.


Abstract Views: 171

PDF Views: 0




  • How to Make Them Coming Back? - Study on Indonesian Event Visitor’s Behavior

Abstract Views: 171  |  PDF Views: 0

Authors

Sabda Aji Kurniawan
Universitas Sebelas Maret Surakarta, Indonesia
Wisnu Untoro
Universitas Sebelas Maret Surakarta, Indonesia
Budhi Haryanto
Universitas Sebelas Maret Surakarta, Indonesia
Tulus Haryono
Universitas Sebelas Maret Surakarta, Indonesia

Abstract


Countless companies for marketing its products have done Event marketing multiple times. This is an effective strategy in marketing communication because it engages consumers by creating a good experience at the event hence they have positive feelings for the products and ended by purchasing them. This research aims to discover strategies that can increase the intention to revisit an event by trying to fill the conceptual gap in previous studies about the intention to revisit, satisfaction, event image, visitor experience, and events cape. About 263 analyzable questionnaires were gathered from the Honda ADV 150 Motor Launching event at The Park Mall Solo Baru by using Analysis of Moment Structure-Structural Equation Models to reveal the relationship among the conceptual variables. Results reveal that the program, facility, and staff of the events cape positively and significantly influence the visitor experience. Moreover, visitor experience significantly elevating the forming of destination image and satisfaction, also adding visitors’ satisfaction by the destination image. Besides, satisfaction significantly increases the intention to revisit. This research results contribute to recognizing the behavior of event visitors. Managerial implications and future research directions for marketing events are presented

Keywords


Event-marketing, Events Cape, Visitor Experience, Event Image, Intention to Revisit

References